Written by: Andreea Vilu
A good marketing communication campaign from a brand that stands out is Coca-Cola and their campaign from the 2012 Olympics, ‘Move To The Beat’. Coca-Cola is a brand that started in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton guided him to create a unique soft drink that could be sold at soda fountains. He created a flavoured syrup mixed with carbonated water and start sharing it to the people living in the neighbourhood pharmacy. The feedback was excellent so Dr. Pemberton’s partnered with a bookkeeper, Frank M. Robinson, who named the beverage “Coca‑Cola”, as well as designed the trademarked and the distinct script, still used today.
The first servings of Coca Cola were sold for five cents per glass and in the first year sales averaged a modest nine servings per day in Atlanta. Now Coca‑Cola beverages are serving around 1.9 billions globally. Coca Cola is a business with marketing campaigns that always stand out. In the beginning, the aim of the campaigns were to raise awareness but in time the aim changed and they focused more to increase the loyalty and love for the brand with customers.
Move To the Beat
The campaign that will be focused on during this article is from the 2012 Olympics. The Marketing and Communication Director at the time when the campaign was made, Christy Amador, said that “Coke’s marketing content always follows two basic principles – it has to be both liquid and linked.”
What she means by liquid is the fact that the content needs to be flexible and able to adapt to all the areas that the brand’s marketing is present, but it also needs to be linked together. So no matter what channels they use like social media, mobile, tv, there has to be a “north start” idea that links it all together.
In the campaign that Coke did for the Olympics the target consumer group was teenagers. Coke focused on them because they wanted to take advantage of the fundamental social values of the games, which focus on the whole world coming together to focus on one event. The name of the campaign was “Move To The Beat” and the idea was to use music. They recruited London based producer, Mark Ronson, and singer Kathy B along with five Olympic hopefuls to create a song of sports.
“Move To The Beat” involved five key elements: a feature length documentary, the song, TV commercials, Beat TV, and a series of digital/mobile apps called ‘The Global Beat’.
The first element of the campaign was a documentary titled ‘Beat of London 2012’. It was created as a full-length film including Ronson’s meetings with the athletes. The documentary was serialised into 30 minute episodes for exclusive broadcast opportunities worldwide and two minute teaser clips to draw attention to the campaign. Amador said that the documentary bonded all the other activities becoming the central point of the “north star”.
The second element was the song that was called ‘Anywhere In The World’, which was co-created from sport sounds recorded during the documentary. The TV ad was one of the key elements as well. The ad’s main purpose was to promote the song and show the steps that lead to the song. The first step was filming the outdoor show where athletes recreated their sounds live on stage.
The second step was to invite teens and press to the show so the TV ad didn’t look like a traditional one but more like a music video.
Beat TV played a big part in promoting the campaign during the Olympics. The broadcast that they had during that period help raise awareness of the campaign and increase the impact on social media, reaching 112 millions impressions on Twitter.
Last but not least the social media and mobile apps called “Global Beat” was giving teenagers the chance to create their own version of the track resulting in 3.5 millions unique versions of the track being created.
Overall the campaign had a huge success with impressive results. Coke was the second most talked about brand during the games. The music video had more then 25 millions views, 1,220 people subscribed to the YouTube channel. It achieved 242 million social web impressions, 39 million impressions on Facebook and 546,000 impressions on YouTube and Beat TV. Move To The Beat was mentioned 246,000 times on Facebook. Coca-Cola attracted an additional 1.5 million Facebook fans and 21,000 Twitter followers. The campaign achieved 245 million search impressions, 461,000 clicks and a CTR of 0.2%.
In conclusion the marketing communication campaign that Coca-Cola did helped them interact and bond better with teenagers and stimulate their creativity. This can be seen by at the end of the campaign 3.5 millions unique version of the song ‘Anywhere In The World’ were created.
‘Move To The Beat’ was the most complex campaign that Coca-Cola had till that moment and the feedback that they receive was really good, motivating them to continue to have relevant content. It also inspired them to have a good foundation and use the right platforms for marketing. It finally helped them evolve and stay up to date with digital trends. All of these elements combined made the Move to the Beat a successful marketing communication campaign.
References and Bibliography
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